Complex:

Under the guidance of its head of content, Larry Jackson, 35, it’s signing the biggest names in music—including Drake, Frank Ocean, and Taylor Swift—to exclusive deals, and flying right in the face of the old-world labels to do so. Apple has established its own radio station, Beats 1, and poached Zane Lowe, 43, from BBC Radio 1 to serve as its leading personality. And it has Bozoma Saint John, 39, who ran music and entertainment marketing at Pepsi and reportedly brokered Beyoncé’s 2013 Super Bowl performance, to explain what Apple Music is for the masses who have never shelled out for a streaming subscription.

If Apple Music seems freewheeling, that’s because it is. It’s laying out a future for the music industry, but right now, the path ahead is murky. The company is seemingly figuring things out as it goes—a far cry, metaphorically speaking, from the perfectly designed rectangle of the iPod. Unlike Steve Jobs, Jackson, Lowe, and Saint John aren’t designers—they’re plucked directly from the entertainment industry. Fittingly, it’s a new kind of leadership for the next chapter of music history.

From a music industry perspective, what Apple is attempting to do is extraordinarily messy and difficult and mostly out of their control.